The Sabah Hospitality Fiesta (SHF) is an annual event first conceived by the Asian Tourism Institute (ATI) to showcase the skills of the Sabah hospitality industry. Since the very first Fiesta in 1997, more hotels have taken part in the Sabah Hospitality Fiesta and the event has gained popularity year on year.

In Year 2006, this annual event was officially supported by MAH Sabah / Labuan Chapter - a recognized body by the state government that works with private and government sectors at integrating member hotels in view of re-energizing the hospitality and tourism industry of Malaysia.

This year marks the Sabah Hospitality Fiesta marks its milestone as it celebrates its 10th year of providing an avenue for all the hotels in Sabah to meet each other in a friendly atmosphere and compare notes with each other on the performance of the hospitality industry in Sabah.

It is a platform where the hotels could relate to each other on how it is best to improve the conditions and environment of the hotel industry, particularly in Sabah, with the overall continuous improvement of the tourism industry of Sabah in mind. It is also meant to showcase all the local talents that are employed by all the hotels performing in their chosen fields of profession.

The Fiesta is also an event whereby the general public is given a closer look into the world of hotel services and its mechanisms. It is hoped that the public could appreciate the efforts that the hotels put into making sure that their guests are always feeling comfortable and welcomed throughout their stay in Malaysia.

The competitions which are the major component of the Sabah Fiesta are especially important to all the participating hotels. During the formative years of the Fiesta, the competitions were simple and were based on simple rules and regulations. Throughout the years, the competition grew steadily with a healthy number of participation growing with it. In recent years, additional competitions with increasingly more defined rules were introduced.